Everyone knows LinkedIn is the place to network, look for jobs or hire people. But the careers site is also host to a $63 million per quarter ad business.LinkedIn is much more low-key than Facebook or Twitter. And everyone knows what advertising on those sites looked like.
So we asked LinkedIn to show us what kick-arse advertising on its network looks like. And we asked for the return-on-investment data—we didn’t want to see a bunch of display ads along with some bold-but-vague claims. We wanted data with real numbers behind it.
LinkedIn gave us this exclusive deck on eight of its biggest advertisers: Citigroup, Cathay Pacific, Philips, Microsoft, Prudential, Chevron, HP and Volkswagen.
The deck describes how each company utilized LinkedIn’s various promotional tools, and what the result was.
“Brands come to us to engage in conversations with the valuable audience of professionals in our network” says LinkedIn’s global marketing director/marketing solutions Alison Engel. “We offer the right context to share relevant information and insights, and enable brands to nurture relationships and become part of our members’ everyday lives.”
At the end of the slideshow, there’s a rundown of the various marketing and follower-management tools that LinkedIn currently offers.
Citi launched its 'Connect professional women's network' in May to boost its brand among female professionals. The bank used polls to generate discussion in the group, and got 30,000 members in the first three months. Display advertising for Citi's other brands runs alongside the group page.
Cathay Pacific wanted to reach professionals who travel to Asia a lot. The airline used a variety of LinkedIn's various tools to find 1,300 executives likely to book a business class flight in the next year.
Philips has an ongoing presence on LinkedIn in the form of this custom group targeting healthcare professionals, which now has 38,000 members.
Microsoft wanted a greater presence in the developer community in Australia, for future recruitment purposes. 896 developers joined it.
Prudential's poll is interesting because it does two things: It builds brand awareness among future retirees and the polls give it market research data about the opinions of those prospective savers and investors.
Note that Chevron used LinkedIn's research product, in which companies can buy custom packages of data about their group members.
HP wanted to target small and medium sized business owners in the UK, to increase awareness of the brand among people who may be buying office tech equipment in the near future. The HP group now has 7,800 members, who are 20% more likely to recommend HP products to their colleagues.
- LinkedIn Company Page Status Updates: Companies can share anything from company news to product releases to promotions to relevant industry articles with their followers.
- LinkedIn Custom Groups: Marketers establish their own community where they can deliver relevant messages and interact with their targeted audience of potential customers.
- LinkedIn Display Ads: Marketers can target specific groups of professionals through display ads on the LinkedIn platform.
- LinkedIn Partner Messages: Marketers utilise LinkedIn's InMail messaging platform to deliver highly relevant messages to specific audience segments.
- LinkedIn Polls: Brands can easily find answers to their business and market research questions.
- LinkedIn Recommendation Ads: These ads display the number of recommendations that a marketer's product or service has generated on their LinkedIn Company Page.
- LinkedIn Targeted Status Updates: Marketers tailor the content in their status updates to specific types of company followers.
- LinkedIn Today: The company's social news platform for professionals, which delivers the top stories members need to know from their networks and industries.
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